OLD WORLD LUXURY MADE NEW.

Alexandra’s work is steeped in traditional technique and an attention to detail usually reserved for the old world couture houses of europe. My intention was to reflect this in the space...

BACKGROUND

Alexandra Owen was established in 2005. The label was born out of a desire to create garments that are sculptural, technically innovative and timeless. The brand had an extensive wholesale network as well as retail.

The label was positioned at the luxury end of the market commanding a high price-point and excellent quality of product. We felt it was crucial that the space reinforce the message of understated luxury.

THE BRIEF

This was to be Alexandra's first retail store and as such a statement of intent for the brand. So far the label had hung along side Comme des Garsons and Ann Demeulmeister so it was imperative that the new space communicate quality in a way that justified the high price-point.

It was important that customers feel at ease in the relatively small space, made smaller by the clients insistence on large changing rooms that did not open directly into the main space.

THE SOLUTION

Alexandra's work is steeped in traditional technique and an attention to detail usually reserved for the old world couture houses of europe. My intention was to reflect this in the space using traditional joinery techniques coupled with bespoke furniture pieces. We drew on vintage and found objects to create texture in a monochromatic space. This created warmth in an otherwise minimal space, allowing the clothes to become the focus.